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RESUME

Skills

Summary​

 

Passionate and enthusiastic marketing and public relations professional dedicated to improving communications for clients. 

 

Results-oriented community builder dedicated to an organization’s reputation. An entrepreneurial and collaborative marketing professional who takes immense pride in her team’s work. Enjoys the evolution of digital marketing strategy and data-based decisions to achieve an organization’s goals.

Exhibits strategic knowledge and judgment. Enjoys working in fast-paced environments & industries, and has a skill for problem solving. Works independently with a highly productive approach.

Professional

Experience
 

Rollins College
January 2016 - Present

Dr. Director, Web & Digital Marketing Strategy

2021 - Present

  • Recovered a department from the employment crisis following the Covid-19 pandemic and reorganized a team of five employees based on organizational strategy, market demands, and market availability
     

  • Successfully managed the migration and consolidation of the deployment of Rollins’ entire web presence to a cloud-based property (AWS), resulting in the Rollins web team to have full control over our site
     

  • Worked with my team, a vendor, and the campus community to smoothly and successfully migrate a large portion of the Rollins website our on-premises hosted CMS to a cloud-hosted CMS
     

  • Launched two marketing websites for Rollins’ Professional Development degree programs and Graduate Studies websites within 6 months. Developed the timeline and collaborated on the digital strategy. Worked with various partners to create written, photography and video content, update the CMS for our needs, SEO, lead generation, code deployment and launch on time
     

  • Developing a web strategy to exit off our legacy CMS and move to our newly developed Jamstack and new portal solution (managed by IT)
     

  • Collaborating with my SEO, social media, and videography team members to support their strategies, assisting in messaging, approvals and implementation
     

  • Continuing to develop and manage Rollins’ full-time undergraduate college enrollment annual advertising strategy across TikTok, Facebook/Instagram, Google Search, and YouTube
     

  • Able to quickly pivot strategies as the industry moves to a privacy-first mindset and first-party data ad strategies, as well as when audience shift preferred platforms

Director, Digital Marketing

2018 - 2021
 

  • Developed a digital marketing strategy for the College to pilot, offering a more cost-effective solution over external, agency support
     

  • Onboarded and implemented HubSpot for the Marketing team’s use in enrollment campaign marketing
     

  • Regularly reviews and reports on campaign key performance indicators to leadership
     

  • Manages College advertising strategy via Facebook Ads Manager and Google Ads 
     

  • Campaigns of note:
     

    • Piloted a new geographically targeted enrollment campaign based on where Admission counselors travel to meet students, but Rollins had not done additional marketing in those markets. Ran an A/B 12-sequence email campaign in HubSpot with supporting 4-week Facebook & Instagram ads to 65,000 individuals to generate leads for Admission. Our internal campaign, in these new markets, received a 9 percent response rate, outperforming a similar campaign our agency runs in our major markets, which received an 8 percent response rate.
       

    • Established a video strategy to authentically introduce students to Rollins and answer their most important questions in the college admission process. Partnered with talented current students to develop vlog-style videos across dining and living options on campus, making friends, staying active, navigating Covid on campus, and more. These videos were extremely successful with prospective students and families.
       

  • Guided an internal group of 10 marketers from around the College through the Facebook Blueprint courses during a summer cohort.

Associate Director, Social Media

January 2016 - Present
 

  • Developed a social media strategy to engage and attract new students to the college
     

  • Analyzed social media engagement metrics and traffic monthly to measure the effectiveness of strategy and ROI, making necessary adjustments to meet changing audience preferences
     

  • Lead an internal resource group of 50+ social media managers across campus to implement brand’s strategy
     

  • Provided strategic leadership for marketing, internal, emergency and presidential communications plans
     

  • Campaigns:

    • Developed a content strategy to show the real student experience to prospective students with #RollinsLife and a student social media ambassador program. Recruited dozens of student ambassadors to share their #RollinsLife through posts on social media, which are then curated for RollinsLife.com. Following a semester of strong engagement, RollinsLife.com was launched to all students in the Rollins enrollment database via an email campaign. Rollins Life is now integrated into the flow of admission communications from first touch to acceptance and deposit.

    • To target current and prospective students via Snapchat, their preferred platform, we first had to grow our audience. Developed a Snapchat campaign leading up to Fox Day to attract new followers, resulting in a 170 percent growth in followers. Daily content was then curated from student ambassadors to share the student POV for prospects. Views of Rollins’ stories increase month over month.

    • An example of one of the many mini-campaigns ran weekly on Rollins’ social media to attract and inspire new students: Shared the 4-year college careers of eight graduating seniors on the college’s four main social media accounts leading up to graduation. The campaign reached 179,143 people and garnered 14,347 engagements, and an 8 percent engagement rate, which surpasses all industry standards.

    • With a goal of reaching 10,000 followers on Instagram, the main channel for engaging prospective and current college students, we created an on-brand giveaway to encourage more follows of our audience. We reached our goal 2-months early and are now able to serve content on our Instagram Story that allows viewers to swipe up and go to a website for more information.

    • With the above goal achieved, my coordinator was able to produce higher quality content to share our editorial team’s content on Instagram Stories. These Stories rose Instagram as a referrer to the College’s blog from #42 to #5, increasing traffic by 9,033 percent within the Spring 2019 semester.

  • Served as a Public Information Officer and consults campus leaders during emergency and crisis situations: see higher education specific FEMA Emergency Management Certifications below. PIO team anticipates and addresses emerging policy, crisis, and reputation issues that can affect the college.
     

  • Worked closely with college president to develop his own brand communications plan

  • Community builder:

    • Uniting thought leaders and constituents in pursuit of shared interests

    • Digital ambassadors: Facebook, Twitter, Instagram, Snapchat, LinkedIn, Pinterest, and YouTubeProven ability to develop lasting professional relationships •    Expert in social media, SEO and PPC strategies, basic HTML knowledge •    Analytics, metrics, KPI & ROI nerd, from native platforms, Google Analytics, etc. •    Solid content curator with tools such as Google Alerts, online photo galleries,

  • Proven ability to develop lasting professional relationships

  • Expert in social media, SEO and PPC strategies, basic HTML knowledge

  • Analytics, metrics, KPI & ROI nerd, from native platforms, Google Analytics, etc.

  • Solid content curator with tools such as Google Alerts, online photo galleries, reddit, and others

  • Strong communicator with exceptional writing and editing skills, including Associated Press style

  • Enjoys constant education, currently interested in the evolution of video’s use on social media including live video

  • Experienced art director with creative, photo and video teams, with basic editing and YouTube skills

  • Experienced with most CMS, blog, and email platforms, including MailChimp, Wordpress, and Tumblr

  • Highly proficient in Microsoft Office Suite, Mac iWork applications, Adobe Photoshop, and Acrobat Pro

KAPTIV Marketing
President
July 2013 - December 2015
  • Created content marketing strategies to achieve key business goals for clients in myriad of industries, effectively driving brand awareness, engagement, and traffic to websites and social media pages
     

  • Implemented strategy, consistently reviewing metrics, and offered improvement or pivot ideas to reach goals
     

  • Generated creative, strategic, informative, and entertaining communications and marketing content for clients to attract target audiences, including white hat SEO practices
     

  • Supervised execution of editorial, creative, social, and digital strategies in partnership with clients and vendors
     

  • Relevant campaigns:

    • Managed all marketing for the OrlandoiX festival, including all social media organic, paid, and ambassador initiatives, which gained the inaugural festival national exposure, reaching 16.3 million people through the seven-month campaign and trending two days during the festival on social media.

    • Ran the six-month campaign to open Canvs, Orlando’s tech-centric coworking space, resulting in 50 percent occupancy, our goal, and 1.5+ million online and 1.5 million traditional media impressions

 

Client industry list:  economic development-focused national advertising agency, gas industry mobile app, economic development publication, transportation authority consumer initiative, health IT, personal training studio, analytics, community center, economic development organization, tech conference, etc.

 

Orlando Economic Development Commission
Associate Director, Marketing & Communications
April ​2012 - July 2013

Economic development organization for the four county Orlando Metropolitan Statistical Area.

  • Managed social media strategy by engaging various target audiences and tracking monthly reach

  • Created content for communications with various audiences and introduced new platform to track analytics

  • Managed special projects, including script writing, webinar strategy and website copywriting

  • Managed project announcement process including development of press and board communications

  • Developed a public speaking strategy, coordinates events and writes talking points for CEO and other leaders

  • Re-launched and managed public relations internship program

Florida Hospital East Orlando, Marketing Manager

May 2011 – April 2012

Consumer marketing representative for the Florida Hospital system’s East Orlando campus.

  • Developed 2012 marketing strategy for the East campus, including research, goal setting and executive buy-in

  • Developed campus social media strategy and calendar and initiating a system-wide social media policy document

  • Developed strategy for new videos to introduce campus and physicians to consumers and referring physicians

  • Managed campus components of system-wide marketing quarterly campaigns: plan, reporting and campus ROI

  • Coordinated marketing and ROI reports for campus initiatives including print, outdoor, radio and online (PPC) advertising, direct mail, internal communications, consumer events/lectures and physician media interviews 

  • Re-launched and managed marketing internship program

Lockheed Martin Aeronautics, Communications Rep

May 2010 – April 2011

Led Palmdale, Calif. site employee communications with site VP and Communications Director

  • Managed special projects, including website copywriting, brand videos and event planning

  • Managed written and multimedia communications for intranet, employee emails and internal videos

  • Worked with graphic department to design effective communications, including fliers, newsletters and brochures

  • Continuously sought to improve an aged intranet site and introduced best practices to Aero-wide communications

  • Supported ADP communications, the new business division of LM where the environment is classified

  • Developed strategy and talking points for EVP quarterly webcasts to internal audiences

Freelance Experience, Contract Marketing Manager

May 2009 – May 2010

Worked with an independent Los Angeles, Calif.-based PR practitioner focused in travel (DMO) and hospitality industries:

  • Developed media and blogger relations for target outlets

  • Developed social media plans, including drafting blog and twitter posts and developing social network engagement tactics

  • Managed promotional communications and tactics, including developing webisode shoots and storylines

Worked with a small Los Angeles, Calif.-based, full service public relations and marketing firm:

  • Conducted research and developed a public information outreach campaign, including focus group research

  • Conducted B2B research for a national wholesale flooring company

Broad and Cassel, Marketing Coordinator

August 2006 – August 2009

  • Assisted with dozens of marketing plans, including research, stakeholder interviews, planning and implementation

  • Managed firm brand diligently by upholding it across various channels

  • Managed firm advertising, which included researching opportunities, utilizing industry knowledge, developing insertion plans, managing graphic designers, ensuring placement and handling Bar approval process

  • Developed hundreds of various marketing materials, from industry to attorney specific, emails and much more

  • Managed website content; analyzed web metrics; and redesigned entire site and added SEO best practices

  • Developed online professional networking firm policy, strategy and roll out plan

  • Coordinated two successful firm-wide business development and CLE credited retreats:

    • 2007: 3-day business meeting with 160 attorneys and their guests. Assisted COO in planning entire retreat, which included presentation design, agenda development, event coordination, room assignments, serving as hotel contact and on-site coordinator, managed attorney gifts and was responsible for the event team.

    • 2008: 2-day business development meeting with 150 attorneys. Managed event from development of agenda to day of transportation; ran weekly meetings during development process to update COO and event team; managed budget, communication plan, hotel contract, attendance, menu selection and many other details.

  • Increased readership and participation of firm intranet by developing new, more relevant, daily content.

  • Re-launched and managed marketing internship program.

Promoted from PR intern to plan a county-wide event for a local Commissioner.

  • Coordinated event from planning and budget development through execution, see post-event case study

  • Facilitated media partnerships, sponsors and community leader participation

  • Secured 20 sponsors who set up interactive displays at the event that promoted safety and engaged attendees

  • Involved 27 VIP participants, including community leaders, to open the event with a bike ride through local trails

  • Event attracted over 600 attendees, exceeding projections and expectations

Professional
Activities

Accredited in Public Relations

2013

FEMA Emergency Management Certifications
2016
  • 2016 Introduction to the Incident Command System: ICS-100 for Higher Education

  • ICS for Single Resources and Initial Action Incident: ICS-200

  • National Incident Management System (NIMS): An Introduction IS-00700

  • Public Information Officer Awareness: IS-00029

  • Social Media in Emergency Management: IS-00042

Florida Public Relations Association
Orlando Area Chapter
11 Year Member, 8 Year Board Member

Immediate Past President, 2016 – 2017

President, 2015 – 2016

  • Managed a 22-person board and reported to the state association.

 

President-Elect, 2014 – 2015

 

Vice President of Interactive Media, 2013 – 2014

 

Treasurer, FY 2008 – 2009 & 2011 – 2013

  • Updated yearly budget; managed checking account; and managed monthly event registration and payments

  • Moved chapter to a secure money management process and saved money by transferring payments via PayPal

Roast & Toast Vice President, FY 2007 – 2008

  • Raised $33,000+ for student scholarships. Managed entire event for 200+ guests and VIPs, including venue search and budget development, theme and graphic development, committee and sub-committee leader recruitment, communications, securing numerous in-kind donations and sponsors for event production, VIP reception, silent auction and general reception programming, post-event follow up and much more.

Orlando Tech Association
2 Year Board Member

Executive Committee, Secretary, 2016

  • Helping lead the creation of a strong board and future strategic planning.

Board of Directors, Communications Co-Chair, 2015    

  • Created communications plan for newly-formed NPO and Main Street District association

Green Lifestyle Film Festival, Marketing Director

​FY 2009 - 2010

Managed all marketing, media and social media activities and PR interns

Central Florida Credit Abuse Resistance Education (C.A.R.E.) Program

August 2008 – December 2008

Non-profit created under the Central Florida Bankruptcy Law Association to educate young adults about financial literacy.

Assisted in launching, including designing core presentation and board and committee communications

Cystic Fibrosis Foundation

2007 Food and Wine Festival Media Co-Chair        October 2006 – March 2007

Assisted with developing a new media strategy to involve media in event, including a Blue Ribbon Panel

Education

Rollins College
Expected: 2025

Master of Arts in Strategic Communication

University of Central Florida
2003 - 2006

Bachelor of Arts in Advertising/Public Relations, Cum Laude


Involved in many clubs on campus, event volunteer and recipient of distinctive awards: “PRSA Outstanding Future P.R. Professional” and Roast & Toast Scholarship recipient.

Intern
Experience
  • Media relations and media analysis to demonstrate overall media perception of brands

  • Marketing and communication projects

  • Supported public relations campaigns with research, news releases, event planning and other projects

  • Researched for client business development plans, competitor analysis reports and case studies

Industries Served: Economic development, commercial real estate, convention center, full service restaurants, local politics, big box retail, public relations, film festival, interior design, fast casual dining and architecture.

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